REVIEW: Ruffles MAX Flame Grilled Steak Flavored Potato Chips

I’ve no idea how it actually works, but I like to imagine that at every major chip company, the marketing and R&D people have a big meeting every six months or so. They BS a little, remind everyone which varieties have been introduced and retired lately, and then the important work begins: brainstorming for the next six months.

This has to have gotten harder over time, which accounts for the increasingly unconventional chip varieties we’ve seen in recent years. And while I’m sure Ruffles isn’t the first company to release a steak-flavored potato chip, they’re probably the first to instill each chip with the MAX amount of steak flavor possible, right?

It’s not hard to follow the train of logic of whomever came up with the idea of steak-flavored chips. Beef and potatoes have a long, proud tradition of pairing together, and while chips usually slum with hamburger while steak paints the town red with a baked potato, you can’t fault them for aiming higher.

The packaging makes it clear this isn’t some cafeteria mystery meat, showing a really good-looking steak cut into strips. It can’t be a shade over medium-rare, which is interesting; I’m surprised they let it appear so bloody. Nonetheless, it looks damn tasty, and the logo promises not just steak flavor, but flame grilled steak flavor. Seriously, they are going to kick your mouth in the balls. Or the lady balls.

Speaking of which, the back of the bag tells you exactly what demographic they’re targeting. Hint: it does not suggest which wine cooler to pair with these chips. Seriously, there are words about MEAT! and cavemen and “clubbing something” (direct quote) and it’s all very Freudian. The blurb blatantly suggests pairing the chips with Pepsi Max, which… nice try, Ruffles, but I’m pretty sure they still make Coke Zero, so go screw yourself. I also don’t drink PBR when Sam Adams is available, in case you were wondering.

Still, the irony is not lost on me that Pepsi Max is all about having zero calories, whereas steak-flavored potato chips are most likely to be purchased by those who couldn’t give less of a shit how many calories they’re consuming. I look forward to someday buying a gallon of ice cream with an ad for Gold’s Gym on the back.

When you open the bag, the first thing you’ll notice is the smell. That is also the second, third, and fourth things you’ll notice, because holy cow is it powerful. Opinions vary — I found it strong and mildly off-putting, whereas my wife swore it to be the grim harbinger of a fetid, moldering grave. Either way, it isn’t good. It actually does smell a bit like grilled steak, but very artificially so, like a robot that looks juuust enough like a human to be creepy.

The smell dissipates some over time, but you’ll still notice it, even if you come back after a week’s vacation and reopen the bag. As for the chips themselves, they look like regular Ruffles except a little darker and splotchier. Bizarro Ruffles, if you will.

Taste-wise… boy, it’s hard to describe. They’re unmistakably Ruffles, from the crunch and wildly varying sizes to the ridged texture. They’re as salty as regular Ruffles, though they also have pepper like any good steak, which does enhance the flavor. And darned if they don’t taste a little like steak — within reason, and that’s a key distinction. If you actually thought these were going to taste like someone lopped off a cow’s tuchus and deep fried it, you are going to be disappointed. If you expected a chip with a little smoky flavor, pepper, and something that kind of approximates the juice in a steak despite not having any juice whatsoever, you’re in luck.

Not for nothing, but I anticipate these being a highly divisive product: either you’ll think they’re pretty okay, or you’ll hate them. I fall into the former camp — wouldn’t want to get ’em every week, but as a one-off experiment, I’m glad I tried them. My wife was far less enthusiastic and can’t walk past the pantry without narrowed eyes and involuntary hissing.

If you decide to buy a bag, make sure you have a friend or spouse or roommate to share them with, just in case. And ladies, the back of the package leads me to believe you will need to have a male present to buy a bag, so take that into account. Nothing’s worse than getting busted for illicit purchase of Man Chips.

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Very good review Drew. We had no clue, what you could do? Did you? These chips are fairly new, but we’re pretty sure we liked them more than you!!
Sorry, we started, and then just could not stop. Seriously though, really well written review – thank you!!

I’m SO SO SAD I can’t find this anywhere!!!!!! I bought as much as I can and we’re out……………… can you PLEASE continue to sell this and let me know or let me know where I can get some! It’s SOOOO GOOOOOOD!!! Best chips EVERRRR!!

My favorite line out of the whole article that makes me crack up every time I read it: ‘The blurb blatantly suggests pairing the chips with Pepsi Max, which… nice try, Ruffles, but I’m pretty sure they still make Coke Zero, so go screw yourself’. hahaha. We just tried these and agree- the are just so-so.

its the liquid smoke flavor that makes this taste like steak Im really surprised that they were able to make a weird taste palatable. Other frito-lay attempts at meat flavored chips just tasted nasty like cheeseburger,tacos ad midnight (released on LA) this isn’t too strong and doesn’t start tasting like Mierda after you’ve gad a few.Its bad for you anyways, but it really tastes like beef. really good!.

To Whom it may concern,
I just want you to know I love these chips, I crave these chips and I gotta have more of these chips. The sad thing is the store says it is a limited thing and there is no more, I was pissed. Why would you make such a good chip and then limit them. Please make more, or if you have some in your warehouse would you send me a case. I will pay for them.
Thank you Peggy

These chips almost made me throw up. I had to eat something else to get the taste out of my mouth. To me it tastes like a steak cooked in a plastic bag on a grill with bits of melted plastic sprinkled in.

AT LAST!!! Ruffles has done it again! Steak Chips that are the WOW of the century when it comes to chips. Family is crazy over them, and can’t keep them in. Back to the store, back to the store! Would like to purchase a case right now! Hey Ruffles!! Get rid of the “Limited Edition” stuff! Market this item for we “all the time” folks! Greatest chip to ever be made and Ruffles has done it for us!
Thanks , but please keep’em coming!!!

I have come to the decision that the ruffles potato chip company is evil. A friend of mine brought these in from another state, and introduced me. The first chip i was hooked. She lost nearly her entire bag in 1 sitting. I then started my hunt to look for more. As it stands they can be found no where in Utah. I’ve checked 32 stores, and even requested at 3 of them they order them in. I suspect the company released just enough of them to get people like me hooked. Only to pull them from the shelves to get people like me to spend the rest of our lives hunting from store to store in an ever widening spiral search.

i loved the flame grilled chips a lot and retrieved them from food lion in Santee SC but for the past month 1/2 they do not carry them and also Walmart in Columbia SC dos not carry them why? the others so not taste good the wings have vinegar on then i do not like and the other ones baked potato are just plain. so ware can i get the chips grilled flame chips?

These are the best potato chips in the whole world. If I only ate one kind of chip, this would be it. I found them during Christmas a couple of years ago, and now I can’t find them anywhere. I look every time I go into a store. Where are they?